Crystal Blue Persuasion

Bottled Water’s Getting Bigger–and Better

It’s everywhere. In health clubs. At work. At home. In backpacks. At conferences and althetic events. Once considered a yuppie refreshment, bottled water has become a liquid asset for today’s active consumer—and a gushing $2.7 billion-a-year national industry. One out of six people in America is drinking more than eight gallons annually of bottled water—five times more than a decade ago. According to the International Bottled Water Association (IBWA), 60 percent of those who drink bottled water do so for taste. But the perception that it’s purer, healthier, and safer also boosts sales, especially in parched California, which drinks up 36 percent of the market share.